Project plan: The Argentinean Chamber of Advertisers (CAA), the Argentinean Council of Advertising Self-Regulation(CONARP), and the Argentinean Association of Advertising Agencies AAAP) have put in place a plan which focuses on increasing trust in the existing self-regulatory system, and which will bring the current system in line with the latest international best practices on digital marketing communications.

The first objective of the plan is to instill additional trust and credibility into the system as a whole, in order to increase overall consumer and industry usage. This objective will be met by training the local SRO staff, benchmarking against “best in class” international SROs, designing standard operating procedures and capacity building exercises with more established SROs. Parallel to this is the objective of promoting the recognition of the self-regulatory model to Argentinean authorities. This will be addressed by generating a media debate as well as a series of public events, helping to raise CONARP’s profile. Finally, with the steady growth of digital advertising, it has been decided that CONARP’s remit should be revisited in order for its advertising code to fully encompass digital and online platforms. These objectives will all be measured against specific success metrics at the end of the project.